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WCKY'S jamboree mc, Nelson King (above),
spins a western block session.
He migk ease in with half a Bob Willis disk
Texas Jim Lewis (below) helps the western block along
Then Bob Atchen (below the type) in western cryboy tradition assists
Ted DafTan (center with assisting artist) always helps western strips
No Western block is worth its salt without a Sons of the Pioneers disk
Gene Autry, with or without Trigger, is top range
material — and it's often wise to sign off with the western
tunester who opened the block
— throughout the nation there's no more faithful listening audience than
the men, women, and children who dial a western block of programs
In Cincinnati, in Louisville, in Memphis, in Fort Worth, in Worcester (Mass.), in Toronto, in Boston, in NewHaven (Conn.), to mention only a few of the block programing pioneers, nonnetwork stations are coming up month after month with top ratings and frequently with number one audiences despite heavy competition from all four chains. Night baseball helped a number of these stations (baseball is actually block programing since it is one form of entertainment broadcast over a period oi from two to four hours) and night football will further help a number of these and other stations this fall.
Up to recently block programing on local stations was restricted to a combination of music and news, variety being supplied by changing the tempo and mood of the music. Today the entire field of programing is being subjected to a block-program test. Station WCKY, Cincinnati, is trying to block-program an hour-and-three-quarters skein of telephone quizzes. WNEW, New York, is trying, as indicated in the Fall Facts edition of sponsor, a horizontal skein of mysteries (nightly at 8 p.m.). Already this station, which was one of the first to discover block programing, has increased its audiences at this hour threefold and the "Mysteries at Eight" idea is only four months old. Station WHN, also in New York, has not only picked up the music-blockprograming idea but it is the first in the metropolis to block-program sports. For years during the summer Red Barber's broadcasts of the Brooklyn Dodger games for Old Gold have been building a sports • following for WHN, as have professional hockey games WHN block
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